Woody Allen once said, “80% of success is just showing up.” But if you apply Woody’s principle to marketing your business, it really doesn’t hold up, particularly since the customer has so many media choices to choose from and so much clutter to sift through. Yet some business owners think that just existing is a huge step in their success, especially when they hit me with this phrase: “Listen. This (PRODUCT/SERVICE) is so good, it practically sells itself.”

Sorry, but nothing is so great that it sells itself. It may seem that way sometimes, but there’s almost always other factors at play. Captivating design. Compelling writing. Unique packaging. Strong distribution channels. In the case of a service-oriented company, it’s the level of customer service, ease of dealing with the top people, etc.

Just putting your product on the shelf means you’ll be exactly that. A product on the shelf. I’ve seen the web equivalent of this with people who only describe what they do on their website without selling what they do (for example, you’re a psychologist who says she’s a good listener. Well, if you’re in this field, you’d better be a good listener or I’m not coming back. What is it that you offer that nobody else does? How do you look or sound different? If you can’t answer that, how can you expect to sell yourself to the audience you crave?).

Just being on the web or on the shelf is your ticket to the show. It doesn’t get you a backstage pass with those people you covet most: Your customers. And I’ve got news for you. They’re not waiting for your product or service with baited breath. You have to sell them beyond just being in front of them. Not that it’s easy to find, but one insight that speaks to that customer can be all it takes.

People who say their product or service sells itself tend to not look far outside of their own walls. Get out there, listen and observe how your target relates to you. If your product or service could talk, it would then thank you for not making it do all the heavy lifting of selling all by itself.

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